Targeting medical graduates in first world countries, the direct mail campaign titled 'The World’s First Stethoscope Radio Ad' worked by the recipiant placing their stethoscope on the box, where a pressure sensor would activate the advert.

Wayne Harrison, Boomtown’s managing director said of their work with Africa Health Placements: “It's not only a great pleasure to be recognised in New York by some of the world's most talented creatives, but to be able to produce a innovative solution for such a worthy social cause is extremely rewarding."

Boomtown creative director, Andrew Mackenzie added: “As part of our CSR initiative, we found there is a shortage of doctors in Africa, with a strong need in the central regions. A creative, and innovatively executive direct mail campaign to grab the recipients’ attention in an interactive way hooks their attention and encourages sharing.”

The creative team behind the award-winning work consisted of: Andrew Mackenzie (executive creative director), Gary Welsh (copywriter), Tim Jones (art director), Jedd McNeilage (designer), Bryoni Falconer (production manager) and Nick Warring.